The Curated Arts Experience as presented to the Cultural Council of Palm Beach County Cultural Executives Committee on 2.24.14.

1. THE CURATED ARTS EXPERIENCE
CECI DADISMAN // DIRECTOR OF MARKETING & PR // PALM BEACH OPERA

2. THE USE OF TECHNOLOGY BEFORE, DURING,
OR AFTER AN EVENT THAT ENGAGES THE
PARTICIPANT OR ENRICHES THE EXPERIENCE.
THE CURATED ARTS EXPERIENCE

4. FIRST, SOME DATA ABOUT DIGITAL
THE CURATED ARTS EXPERIENCE

5. Measuring
ROI
62%
Not Enough
Budget
71%
The biggest
obstacle
for digital
marketing
success?
Source:
Capacity
Interac1ve
//
Performing
Arts
Digital
Marke1ng
Benchmark
Survey

6. Have Google Analytics
Installed
Using it to its potential
94%
8%
Source:
Capacity
Interac1ve
//
Performing
Arts
Digital
Marke1ng
Benchmark
Survey

7. Orchestra
Ballet
27%
Opera
60%
39%
Presenter
Theater
43% Modern 49%
Dance
48%
Arts orgs
sell an
average of
46%
of their
tickets
online
Source:
Capacity
Interac1ve
//
Performing
Arts
Digital
Marke1ng
Benchmark
Survey

8. In Person
5%
Online
45%
Phone
50%
PaLM BEACH
OPERA SELLS
46%
OF TICKETS
ONLINE

9. More than half of American adults
ages 65 or older use the internet.
Of those people, 70% use the
internet daily.
Source:
Pew
Research
Center’s
Internet
&
American
Life
Project

10. 75%
of internet users
age 50 and
over make
purchases online.
Source:
eMarketer
66%
of them
research larger
purchases
online.

11. CONSUMER BEHAVIOR IS CHANGING.
#FACT
THE CURATED ARTS EXPERIENCE

12. CASE STUDY: LYRIC OPERA OF CHICAGO
!
TICKET
SALES ARE
UP 15% J
?
Source: Chicago Sun Times
MAINSTAGE
OPERA TICKET
SALES ARE
DOWN L

13. “…of the 36,100 attendees for “Oklahoma!,” more
than 18,000 were seeing a Lyric Opera performance
for the first time. “This was the largest number of
individual tickets Lyric has ever sold for a single
production,” Freud said. Nine thousand other firsttimers attended other Lyric Unlimited events.”
THE CURATED ARTSSun Times
Source: Chicago EXPERIENCE

14. CASE STUDY: NEW WORLD SYMPHONY
%
10
OF SEASON IS
Alternative
performances
%
31
Source: New World Symphony/Mellon Foundation
PRODUCED
NEW AUDIENCE
MEMBERS
OVERALL

15. BEFORE & AFTER
THE CURATED ARTS EXPERIENCE

19. THE LOBBY EXPERIENCE
THE CURATED ARTS EXPERIENCE

20. Other
10%
Program
Book
60%
Lobby
30%
WHERE DO PEOPLE
GET THEIR
INFORMATION
ABOUT A SHOW?
THE CURATED ARTS EXPERIENCE
Source:
WolfBrown
2013

21. GIANT INTERACTIVE SCREENS

22. WOOLLY MAMMOTH THEATRE COMPANY

24. FEEDBACK CAN BE HIGH OR LOW TECH

25. DURING THE EVENT
THE CURATED ARTS EXPERIENCE

26. SURVEYS ARE STILL IMPORTANT

30. TWEET SEATS!

31. WALLACE GRANT FINDINGS
SEATTLE OPERA
When patrons are aware of them, these kinds of technology-based
features may contribute toward an enjoyable simulcast experience,
high levels of interest in future attendance, and feelings of
connection to Seattle Opera. But it is not the technology itself
driving this impact—it’s the learning and context that they provide.
The end is more important than the means.

32. LET’S CONNECT
CECI DADISMAN
Director of Marketing & PR
Palm Beach Opera
@cecidadisman
cdadisman@pbopera.org